Burson-Marsteller creates philanthropic group

NEW YORK: Burson-Marsteller has launched a specialty group to help clients translate their philanthropic efforts to consumers.

Carline Jorgenson, managing director of consumer and brand marketing, is leading the “Caring Consumer” sub-group, which is part of the agency's consumer and brand marketing practice. A core group of 15 staffers on the group's committee will collaborate with employees from the firm's corporate and sustainability departments for its client work.

“Basically, we take an evidence-based approach, and we help companies translate good deeds in relevant ways to consumers, who in turn show their appreciation by supporting caring companies,” Jorgenson said. “What we're trying to do is build lasting, emotional connections.”

Burson created the sub-practice after conducting a survey with Penn Schoen Berland, Landor, and Forbes magazine in August that found that “consumers want to know that the companies they support understand and address their unique values and needs.” The survey interviewed 2,500 adults.

To engage consumers, the group will target specific audiences for each brand, such as “caring moms, caring teens, and caring booms,” said Jorgenson. The committee will reach out to consumer bases through social media, events, and corporate responsibility and sustainability reports.

Burson is distributing mailed packages to current and prospective clients to tell them about the agency's Caring Consumer offerings.

The agency decided to unveil the offering now because of the “time of the year” said Jorgenson.

“The holiday season is when a lot of companies are really thinking about this,” she said, “and it's top of mind for consumers.”